Perils of Using OLS to Estimate Multimedia Communications Effects
Prasad A. NaikUniversity of CaliforniaDon E. SchultzNorthwestern UniversityShuba SrinivasanUniversity of California1. INTRODUCTION
Companies invest millions of dollars every year in various forms of marketing communications to influence customers and prospects to buy products and services. For example, General Motors spent over $2.8 billion last year to promote its lines of automobiles. Brand managers, senior management, and shareholders therefore have an interest in knowing whether or not their media advertising had any marketplace effects. Moreover, managers would like to know what combination of media were the...